MARKETING SOCIETY FUTURE LEADERS
NOVEMBER 2017
Some of the key areas that I will cover Not a classic marketing path if there is such a thing The benefits of career flexibility Lots of lessons learned from getting it right and wrong Edrington have a powerful lens to understand leadership This lens is an effective tool to analyse leadership challenges Some thoughts on specific Marketing Leadership challenges
The Battle of Good v. Evil
The Edrington Journey
The Lessons Learned It’s a long career Growth sectors are more career enhancing Don’t over plan Some things are bigger (Scotland-Family) We are lucky to be in spirits Really know yourself- consultancy not for me and Colgate was dull Large organisations, to small, a very big change Pick an organisation (or brand) with purpose Grab every development opportunity, especially the ones you don’t pay for
Edrington’s Leadership Standards
DELIVER Takes ownership and accountability for performance
ENGAGE Enables others to go the ‘extra mile’
INSPIRE Leads by example
CHANGE Encourages a culture that is open to change
COLLABORATE Builds strong relationships to achieve great results
Leads by example Creates clarity and vision Brings the best out in people Demonstrates a passion for what they do Demonstrates humility Sets clear performance objectives Provides clear feedback Takes ownership & accountability for decisions Is calm under pressure
Demonstrates inclusive behaviours Is relatable to all levels Stretches and develops team members Listens to others views Shows that they care
Embraces change Continually seeks improvement Disrupts the status quo Shows flexibility
Shares information openly Is curious Connections beyond their own team Is culturally aware
Final Thoughts- Marketing Leadership Challenges Marketing Director to Chief Growth Officer Creating clear marketing purpose Effectiveness and ROI Complexity in communication Talent and team structure